Interesting
To get to the very basic definition of ethos, the saying beauty is in the eye of the beholder comes to mind. The Greeks were very clear in saying that it is something that is possesed by an audience, not necessarily the speaker. So it is interesting when a company decides to name their product based on something that is a value held by the customer. When it refers to a product that is supposed to improve your gas mileage does that mean it only improves it if the customer believes that it does? The word can be tricky especially if you apply it as a noun instead of an adjective.